U.S. Market for Multicultural Women: How African-American, Latina and Asian-American Women Are Driving Change in the American Consumer Economy, The, 2nd Edition

Table of Contents

Chapter 1 Executive Summary

Introduction

• Background
• Overview of Report

Scope and Methodology

• Market Definition
• Methodology

Trends and Opportunities

• Multicultural Women Move toward Majority Status
• Multicultural Moms Drive Growth in Kids and Family Market
• Demographic Changes Create Dynamic Market
• Women Are in Charge of Multicultural Family Decision-Making
• Cultural Cross-Currents in Multicultural Women' s Market Test Marketers' Savvy
• Multicultural Women More Optimistic about Future of American Economy

Overview of the Market

• Population of Multicultural Women Nears 37 Million
• Buying Power of Multicultural Women Tops $1 Trillion
• African-American Women Have Highest Aggregate Buying Power
• Buying Power of Multicultural Women Will Reach $1.4 Trillion in 2014

Population Trends

• Multicultural Women Gain in Importance
• Hispanic Women Show Fastest Growth Rate
• Multicultural Women Drive Growth in U.S. Women' s Population
• Multicultural Women Projected to Form Majority in 2050
• Multicultural Women Younger than Non-Hispanic White Women
• Multicultural Women Significant Factor in Younger Age Groups
• Latinas Are the Youngest
• Many Regional Differences in Where Multicultural Women Live
• Multicultural Women Highly Urban

Social Trends

• African-American Women Least Likely to Marry
• One in Four Latinas Married by Age of 24
• Unmarried Mothers More Common among Hispanics and African Americans
• Latinas Set Pace for Number of Births
• Latinas More Likely to Have Three or More Children
• Half of African-American Households Headed by Women
• Multicultural Women Head Nearly Four Million Families with Children
• African-American Women Place Higher Value on Religion
• Multicultural Women in Forefront of 2008 Election

Economic Profile

• Latinas Underrepresented on College Campuses
• Asian-American Women Most Highly Educated
• Black and Hispanic Women Workers Hurt More by Recession
• Asian-American Women Most Likely to Work as Managers and Professionals
• Multicultural Women Highly Entrepreneurial
• Asian-American Women Top Earners
• Income and Earnings of Multicultural Women Kept Pace in Early 2000s
• One in Four Asian-American Women Has Income of $50,000 or More
• Nearly 4 Million Multicultural Women Have Incomes of $50,000 or More

How Multicultural Women Spend Leisure Time

• Typical Week in the Life of Multicultural Women Varies Greatly
• Asian-American Women Concerned about Healthy Eating
• Frozen Dinners More Often on the Tables of African-American Women
• Gourmet Food Interests Multicultural Women
• Multicultural Women Try New Food Products but Stick to Old Recipes
• Multiple TVs Most Common in Households of African-American Women
• Multicultural Women Buy Music
• PCs in the Future of Many Multicultural Women
• Digital Divide Continues to Narrow
• Cellphones Becoming Universal Presence among Multicultural Women
• Latinas Have Highest Cellphone Bills
• Prepaid Calling Cards Much More Common
• Multicultural Women Often Go to the Movies
• Asian-American Women Frequent Flyers

How Multicultural Women Manage and Spend Money

• Multicultural Women More Driven by Material Goals
• Being in Debt Less of a Concern for Multicultural Women
• Financial Security a Problem for Black and Hispanic Women
• Asian-American Women More Likely to Use Credit Cards
• Multicultural Women More Likely to Distrust Banks
• Black and Hispanic Women Remain Underbanked
• Life Insurance Important to Black Women
• Asian-American Women Are Investors
• Multicultural Consumer Units More Likely to Be Headed by Women
• Hispanics Spend More on Food
• Asian Consumers Spend the Most on Women' s Apparel, Hispanics on Men' s Apparel
• Asians Spend the Most on New Cars
• African Americans Spend More on Consumer Electronics

Shopping Behavior

• Multicultural Women Like to Shop
• Asian-American Women More Price Sensitive
• Asian-American Women Like Incentive Offers
• Asian-American Women More Attuned to Environmental Concerns When Shopping
• African-American Kids Have More Influence on Shopping Decisions of Moms
• Hispanic and Asian-American Women See Shopping as Opportunity for Family Outing
• African-American Women More Likely to Be Impulse Buyers
• Latinas Less Likely to Browse
• Asian-American Women Depend More on Online Shopping, African-American Women Like Catalog Shopping

Highlights of Consumer Behavior

• Multicultural Women Like to Shop for Clothes
• Black and Asian-American Women More Likely to Buy Dresses
• Many Differences in Use of Personal-Care Products
• Multicultural Women Willing to Pay More for Brand-Name Meds
• Alternative Medicine Favored
• Asian-American Women Want Safety and Comfort, African-American Women Want to Have Fun, When Driving Their Cars
• Auto Ownership Patterns Analyzed
• Asian-American Women Service Cars More Often
• Multicultural Women and the Media
• African-American Women Rely on Newspapers for Information
• Latinas Look to Magazines for Entertainment

Multicultural Women Less Likely to Multitask When Watching TV

• More African-American Women Invest in Premium Cable Channels
• Internet Has Major Impact on Media Habits of Asian-American Women
• Multicultural Women Have Positive Feelings about Advertising
• Multicultural Women Stay Tuned When TV Commercials Air
• Magazine Ads Capture Attention of Multicultural Women
• Multicultural Women Prime Targets for Outdoor Advertising
• Product Placement Works with Multicultural Women

Section I Overview

Chapter 2 Trends and Opportunities

Strategic Trends

• Multicultural Women Move toward Majority Status
• Figure 2-1: Population Increase 2010-2050, Multicultural vs. Non-Hispanic White Women
• Figure 2-2: Multicultural Women as Percent of Total U.S. Population of Women, 2010 vs. 2050
• Multicultural Women Will Predominate Sooner in Younger Age Groups
• Table 2-1: Multicultural Women as Percent of Total Women' s Population by Selected Age Groups and Years, 2010-2050
• Multicultural Moms Drive Growth in Kids and Family Market
• Figure 2-3: Number of Births, Multicultural vs. Non-Hispanic White Women, Selected Years 1990-2007
• Figure 2-4: Percent of Total U.S. Births to Multicultural Women, Selected Years 1990-2007
• Table 2-2: Changes in the Number of Multicultural and Non-Hispanic White Families with Children, 1999 vs. 2008
• Table 2-3: Number of Children Living in Family Households in 2008, Multicultural vs. Non-Hispanic White
• Table 2-4: Multicultural Children as Percent of Children under 5 Years of Age, Selected Years 2010-2050
• Demographic Changes Create Dynamic Multicultural Women' s Market
• Figure 2-5: Projected Population of Hispanic and African-American Women 20 Years Old and Over, Selected Years 2010-2050
• Women Are in Charge of Multicultural Family Decision-Making
• Research Questions Stereotypes

Marketing Trends

• Multiple Ethnic and National Segments Create Complicated Landscape for Marketers
• Cultural Cross-Currents in Multicultural Women' s Market Test Marketers' Savvy
• Table 2-5: Percent of Females Who Are Foreign-Born, by Age Group and Race and Hispanic Origin, 2007
• Table 2-6: Percent Speaking English less than "Very Well," by Age Group and Language Spoken at Home, 2007
• Psychographic Segmentation Important
• Ford Looks to Empower Hispanic and African-American Women
• Toyota and Lexus Court African-American Women
• Proctor & Gamble Supports African-American Women
• Rite Aid Reaches Out to Hispanic and African-American Women
• Unilever Continues to Help Latinas "Live Better"
• Companies Cater to Hispanic Moms

Market Opportunities

• Multicultural Women More Optimistic about Future of American Economy
• Table 2-7: Opportunities Related to Multicultural Women' s Views of the Economy and Personal Financial Situation
• Multicultural Moms Generate Opportunities
• Table 2-8: Selected Opportunities in Multicultural Women' s Market Related to Readership of Magazines for Parents
• Table 2-9: Selected Opportunities in Multicultural Women' s Market Related to Purchases of Children' s Clothing
• Multicultural Women Important to Home Electronics and Home Furnishings Retailers
• Table 2-10: Selected Opportunities in Multicultural Women' s Market Related to Home Electronics and Home Furnishings
• New Food Products Find Willing Buyers
• Table 2-11: Selected Opportunities in Multicultural Women' s Market Related to Eating at Home
• Movies Matter to Multicultural Women
• Table 2-12: Selected Opportunities in Multicultural Women' s Market Related to Movie Attendance
• Multicultural Women Vital to Many Family and Fast Food Restaurant Chains
• Table 2-13: Selected Opportunities in Multicultural Women' s Market Related to Visits to Family and Fast Food Restaurants
• Multicultural Women Prime Targets for Travel Industry
• Table 2-14: Selected Opportunities in Multicultural Women' s Market Related to Travel
• Many Retailers Find It Profitable to Cater to Multicultural Women
• Table 2-15: Selected Opportunities Related to Shopping Habits of Multicultural Women
• Multicultural Women Key Customers for Retailers of Dress Clothes
• Table 2-16: Selected Opportunities in Multicultural Women' s Market Related to Purchases of Women' s Apparel
• Multicultural Women Lucrative Part of Market for Personal-Care Products
• Table 2-17: Selected Opportunities in Multicultural Women' s Market Related to Use of Personal-Care Products
• Telecommunications Service Providers Find Receptive Buyers among Multicultural Women
• Table 2-18: Selected Opportunities in Multicultural Women' s Market Related to Telecommunications
• Untapped Opportunities for Financial Services Industry
• Table 2-19: Selected Opportunities in Multicultural Women' s Market Related to Financial Services
• Multicultural Women Important Prospects for Automakers
• Table 2-20: Selected Opportunities in Multicultural Women' s Market Related to Ownership and Maintenance of Automotive Vehicles
• Multicultural Women Open to Messages from Pharmaceutical Industry
• Table 2-21: Selected Opportunities in Multicultural Women' s Market Related to Health and Wellness

Chapter 3 Overview of the Market

Size of the Population of Multicultural Women

• Population of Multicultural Women Nears 37 Million
• Table 3-1: Population of U.S. Women 18 Years Old and Over by Race and Hispanic Origin, 2008
• African Americans and Hispanics Predominate
• Table 3-2: Population of Multicultural Women 18 Years Old and Over by Race and Hispanic Origin, 2008
• Mexicans Form Significant Majority of Population of Hispanic Women
• Table 3-3: Size of Women' s Population by Selected Hispanic National Segment, 2007
• Chinese and Filipinas Largest Asian-American Women' s Subgroups
• Table 3-4: Size of Asian-American Women' s Population by Subgroup, 2007

Buying Power of Multicultural Women

• How Packaged Facts Measures the Size of the Multicultural Women' s Market
• Buying Power of Multicultural Women Tops $1 Trillion
• Table 3-5: Buying Power of Women by Race and Hispanic Origin, 2009
• African-American Women Have Highest Aggregate Buying Power
• Table 3-6: Buying Power of Multicultural Women by Race and Hispanic Origin, 2009
• Buying Power of Multicultural Women Will Reach $1.4 Trillion in 2014
• Table 3-7: Projected Growth in Buying Power of Multicultural Women 18 Years Old and Over, 2009-2014
• Figure 3-1: Buying Power of Multicultural Women as Percentage of Total Buying Power of All U.S. Women, 2009 vs. 2014

Section II Demographic Highlights

Chapter 4 Population Trends

Population Growth Trends

• Multicultural Women Gain in Importance
• Table 4-1: Growth of the Female Population 18 Years Old and Over by Race and Hispanic Origin, 2000 vs. 2008
• Hispanic Women Show Fastest Growth Rate
• Table 4-2: Growth of the Population of Multicultural Women by Race and Hispanic Origin, 2000 vs. 2008
• Multicultural Women Drive Growth in U.S. Women' s Population
• Table 4-3: Growth in Population, Multicultural vs. Other Women 18 Years Old and Over, 2000 to 2008
• Multicultural Women Projected to Form Majority in 2050
• Table 4-4: Growth of the Female Population 20 Years Old and Over by Race and Hispanic Origin, 2010 vs. 2050
• Table 4-5: Growth in Population, Multicultural vs. Other Women 20 Years Old and Over, 2010 to 2050

Age Distribution

• Multicultural Women Younger than Non-Hispanic White Women
• Table 4-6: Population of U.S. Females by Selected Age Group, by Race and Hispanic Origin, 2008
• Multicultural Women Significant Factor in Younger Age Groups
• Figure 4-1: Multicultural Women as Percentage of Selected Age Groups within U.S. Women' s Population
• Latinas Are the Youngest
• Table 4-7: Median Age, Multicultural vs. Other Women, 2007

Where Multicultural Women Live

• Many Regional Differences in Where Multicultural Women Live
• Table 4-8: Population of U.S. Females by Region of Residence, 2008
• Multicultural Women Highly Urban
• Table 4-9: Population of U.S. Females by Metropolitan vs. Non-Metropolitan Residence, 2008
• New York Metro Area Has Largest Population of African-American Women
• Table 4-10: States with Largest Populations of African-American Women, 2007
• Table 4-11: Metro Areas with Largest Populations of African-American Women, 2007
• Nearly Half of Latinas Live in California and Texas
• Table 4-12: States with Largest Populations of Hispanic Women, 2007
• Table 4-13: Metro Areas with Largest Populations of Hispanic Women, 2007
• California Home to 35% of Asian-American Women
• Table 4-14: States with Largest Populations of Asian-American Women, 2007
• Table 4-15: Metro Areas with Largest Populations of Asian-American Women, 2007

Chapter 5 Social Trends

Marriage and Children

• African-American Women Least Likely to Marry
• Table 5-1: Marital Status of Females 15 Years Old and Over, Multicultural vs. Non-Hispanic White, 2008
• Table 5-2: Marital Status of Hispanic Women 15 Years Old and Over by National Segment, 2007
• Table 5-3: Marital Status of Asian-American Women 15 Years Old and Over by Subgroup, 2006
• One in Four Latinas Married by Age of 24
• Table 5-4: Marital Status of 18- to 44-Year-Old Women by Age Group and Race and Hispanic Origin, 2008
• Latinas Youngest to Marry
• Table 5-5: Median Age of Women at First Marriage, Multicultural vs. Non-Hispanic White, 2007
• Unmarried Mothers More Common among Hispanics and African Americans
• Table 5-6: Women 15 to 50 Years Old and Over Who Have Had a Birth in the Past 12 Months, by Age and Race and Hispanic Origin and Marital Status, 2007
• Table 5-7: Percent of Births to Unmarried Women by Race and Hispanic Origin, 2007
• Latinas Set Pace for Number of Births
• Table 5-8: Fertility Rates by Race and Hispanic Origin, 2007
• Table 5-9: Number of Births, by Race and Hispanic Origin of Mother, 2007
• Births Most Common among Mexican Women
• Table 5-10: Hispanic Women Ages 15 to 50 Who Had a Child in Past 12 Months by Subgroup, 2007
• Table 5-11: Asian-American Women Ages 15 to 50 Who Had a Child in Past 12 Months by Subgroup, 2007
• Latinas More Likely to Have Three or More Children
• Table 5-12: Distribution of 15 to- to 44-Year-Old Women by Average Number of Children Ever Born, by Age Group and Race and Hispanic Origin, 2007

Household Structure

• Half of African-American Households Headed by Women
• Table 5-13: Household Type by Race and Hispanic Origin, 2007
• Table 5-14: Number of Households with Women Living Alone by Race and Hispanic Origin, 2007
• Role of Women in Households Varies Widely Across National Subgroups
• Table 5-15: Profile of Hispanic Households by Selected National Segment, 2007
• Table 5-16: Profile of Hispanic Households by Selected National Segment, 2007
• Table 5-17: Profile of Asian-American Households by Subgroup, 2007
• Multicultural Women Head Nearly Four Million Families with Children
• Table 5-18: Number of Households Headed by Women by Race and Hispanic Origin and Type of Household, 2007
• Table 5-19: Number of Households Headed by Women with Children under 18 by Race and Hispanic Origin, 2007
• Multicultural Households Relatively Large
• Table 5-20: Average Household and Family Size, by Race and Hispanic Origin and National Subgroup, 2007

Social and Political Values

• African-American Women Place Higher Value on Religion
• Table 5-21: Attitudes toward Religion, Multicultural vs. Non-Hispanic White Women
• Multicultural Women in Forefront of 2008 Election
• Table 5-22: Percent of Women Voting in 2004 and 2008 Elections, by Race and Hispanic Origin
• Table 5-23: Number of Women Voting in 2004 and 2008 Elections, by Race and Hispanic Origin
• Table 5-24: Growth in Number of Women Voters by Race and Hispanic Origin, 2004 vs. 2008

Chapter 6 Economic Profile

Educational Attainment

• Latinas Underrepresented on College Campuses
• Table 6-1: Percent of Women Enrolled in College or Graduate School by Race and Hispanic Origin, 2007
• Table 6-2: Percent of Hispanic Women Enrolled in College or Graduate School by Subgroup, 2007
• Table 6-3: Percent of Asian Women Enrolled in College or Graduate School by Subgroup, 2007
• Asian-American Women Most Highly Educated
• Table 6-4: Educational Attainment of Women 25 Years Old and Over, by Race and Hispanic Origin, 2007
• Table 6-5: Educational Attainment of Hispanic Women by Subgroup, 2007
• Table 6-6: Educational Attainment of Asian Women by Subgroup, 2007

Multicultural Women at Work

• Black and Hispanic Women Workers Hurt More by Recession
• Table 6-7: Women 20 Years and Over in the Labor Force by Race and Hispanic Origin
• Table 6-8: Number of Unemployed Women 20 Years and Over by Race and Hispanic Origin, 2007 vs. 2008
• Asian-American Women Most Likely to Work as Managers and Professionals
• Table 6-9: Occupations of Women 16 Years Old and Over by Race and Hispanic Origin, 2008
• Table 6-10: Percent of Hispanic Women Employed as Managers or Professionals by Subgroup, 2007
• Table 6-11: Percent of Asian Women Employed as Managers or Professionals by Subgroup, 2007
• Multicultural Women Highly Entrepreneurial
• Figure 6-1: Percent of Women Who Would Like to Set Up Their Own Business, Multicultural vs. non-Hispanic White

Income and Earnings of Multicultural Women

• Asian-American Women Top Earners
• Table 6-12: Mean Income and Earnings, Multicultural Women vs. Others, 2007
• Table 6-13: Mean Earnings of Hispanic Women Working Full-Time, Year-Round by Subgroup, 2007
• Table 6-14: Mean Earnings of Asian-American Women Working Full-Time, Year-Round by Subgroup, 2007
• Income and Earnings of Multicultural Women Kept Pace in Early 2000s
• Table 6-15: Mean Income of Females 18 Years Old and Over by Race and Hispanic Origin, 2002 vs. 2007
• Table 6-16: Mean Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over by Race and Hispanic Origin, 2002 vs. 2007
• Asian-American Women Rank Highest in Income
• Table 6-17: Distribution of Income of Women by Race and Hispanic Origin, 2007
• Table 6-18: Distribution of Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over by Race and Hispanic Origin
• Married Multicultural Women Have Highest Incomes
• Table 6-19: Mean Income of Women 18 to 64 Years Old, by Marital Status and Race and Hispanic Origin
• Education Raises Incomes of African-American Women
• Table 6-20: Mean Income of Full-time Female Workers 25 Years Old and Over, by Educational Attainment and Race and Hispanic Origin
• Nearly 4 Million Multicultural Women Have Incomes of $50,000 or More
• Table 6-21: Number of Multicultural Women with Income of $50,000 or More, 2007

Section III Consumer Behavior

Chapter 7 How Multicultural Women Spend Leisure Time

Overview

• Typical Week in the Life of Multicultural Women Varies Greatly
• Table 7-1: Average Hours Spent per Week in Primary Activities, Multicultural vs. White Women, 2008
• Hobbies and Leisure Activities Are Similar
• Table 7-2: Hobbies and Leisure Activities in Last 12 Months, Multicultural vs. Non-Hispanic White Women
• Eating at Home
• Kitchen Less Important to African-American Women
• Table 7-3: Attitudes toward Cooking, Multicultural vs. Non-Hispanic White Women
• Asian-American Women Concerned about Healthy Eating
• Table 7-4: Attitudes toward Healthy Eating, Multicultural vs. Non-Hispanic White Women
• Frozen Dinners More Often on the Tables of African-American Women
• Table 7-5: Attitudes toward Prepared Foods, Multicultural vs. Non-Hispanic White Women
• Gourmet Food Interests Multicultural Women
• Table 7-6: Attitudes toward Food Styles, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Try New Food Products but Stick to Old Recipes
• Table 7-7: Attitudes toward Trying New Foods, Multicultural vs. Non-Hispanic White Women

Home Entertainment

• Books Important to Multicultural Women
• Figure 7-1: Percent of Women Buying Books in the Last 12 Months, Multicultural vs. Non-Hispanic White
• Multiple TVs Most Common in Households of African-American Women
• Table 7-8: Ownership of Television Sets, Multicultural vs. Non-Hispanic White Women
• Table 7-9: Ownership of DVD Players, Multicultural vs. Non-Hispanic White Women
• Figure 7-2: Percent of Women Owning DVRs, Multicultural vs. Non-Hispanic White
• Multicultural Women Buy Music
• Figure 7-3: Percent of Women Buying CDs in Last 12 Months, Multicultural vs. Non-Hispanic White
• Figure 7-4: Percent of Women Buying Music Downloads in Last 12 Months, Multicultural vs. Non-Hispanic White

Using the Internet

• PCs in the Future of Many Multicultural Women
• Table 7-10: Ownership of Personal Computers, Multicultural vs. Non-Hispanic White Women
• Figure 7-5: Percent of Women Planning to Buy a Personal Computer, Multicultural vs. Non-Hispanic White
• Digital Divide Continues to Narrow
• Table 7-11: Internet Use at Home, Multicultural vs. Non-Hispanic White Women
• Internet Usage Analyzed
• Table 7-12: Online Activities of African American Women in Last 30 Days
• Table 7-13: Online Activities of Hispanic Women in Last 30 Days
• Table 7-14: Online Activities of Asian-American Women in Last 30 Days
• Table 7-15: Online Activities of Non-Hispanic White Women in Last 30 Days
• Many Similarities in Websites Visited
• Table 7-16: Websites Visited in Last 12 Months by African-American Women
• Table 7-17: Websites Visited in Last 12 Months by Hispanic Women
• Table 7-18: Websites Visited in Last 12 Months by Asian-American Women
• Table 7-19: Websites Visited in Last 12 Months by Non-Hispanic White Women

Keeping in Touch with Family and Friends

• Cellphones Becoming Universal Presence among Multicultural Women
• Figure 7-6: Percent of Women Owning Cellphone, Multicultural vs. Non-Hispanic White
• Family Cellphone Plans Popular with Hispanic and Asian-American Women 139
• Table 7-20: Cellphone Plans, Multicultural vs. Non-Hispanic White Women
• Latinas Have Highest Cellphone Bills
• Table 7-21: Amount of Cellphone Bill Last Month, Multicultural vs. Non-Hispanic White Women
• Table 7-22: Additional Cellphone Services, Multicultural vs. Non-Hispanic White Women
• Hispanic and Asian-American Women Heavy Long-Distance Callers
• Table 7-23: Profile of Long-Distance Telephone Use, Multicultural vs. Non-Hispanic White Women
• Prepaid Calling Cards Much More Common
• Figure 7-7: Percent of Women with Telephone Credit Card or Prepaid Calling Card, Multicultural vs. Non-Hispanic White

Going Out

• Live Entertainment Events Popular
• Table 7-24: Attendance at Live Entertainment Events in Last 12 Months, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Are Frequent Moviegoers
• Table 7-25: Movie Attendance, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Frequent Family and Fast Food Restaurants
• Figure 7-8: Percent of Women Visiting Family Restaurants & Steak Houses, Multicultural vs. Non-Hispanic White
• Figure 7-9: Percent of Women Visiting Fast Food Restaurants, Multicultural vs. Non-Hispanic White
• Table 7-26: Fast Food Restaurants Visited the Most, Multicultural vs. Non-Hispanic White Women

Going on Vacation

• Hispanic and African-American Women Travel Less Often
• Table 7-27: Domestic Travel, Multicultural Women vs. Non-Hispanic White Women
• Asian-American Women Frequent Flyers
• Table 7-28: Travel Profile, Multicultural Women vs. Non-Hispanic White Women

Chapter 8 How Multicultural Women Manage and Spend Money

Managing Personal Finances

• Multicultural Women More Driven by Material Goals
• Table 8-1: Attitudes toward Money and Work, Multicultural vs. Non-Hispanic White Women
• Being in Debt Less of a Concern for Multicultural Women
• Table 8-2: Attitudes toward Spending, Saving and Debt, Multicultural vs. Non-Hispanic White Women
• Financial Security a Problem for Black and Hispanic Women
• Table 8-3: Financial Self Confidence, Multicultural vs. Non-Hispanic White Women
• Asian-American Women More Likely to Use Credit Cards
• Figure 8-1: Percent of Women Who Often Prefer to Use Cash for Things They Buy, Multicultural vs. Non-Hispanic White
• Table 8-4: Use of Credit Cards, Multicultural vs. Non-Hispanic White Women
• Table 8-5: Ownership and Use of ATM/Debit Cards, Multicultural vs. Non-Hispanic White Women
• Multicultural Women More Likely to Distrust Banks
• Figure 8-2: Percent of Women Who Are Uncomfortable Trusting Money to a Bank, Multicultural vs. Non-Hispanic White
• Black and Hispanic Women Remain Underbanked
• Table 8-6: Banking and Investments Currently Have, Multicultural vs. Non-Hispanic White Women
• African-American Women Likely to Have New Car Loans
• Table 8-7: Loans by Category, Multicultural vs. Non-Hispanic White Women
• Life Insurance Important to Black Women
• Figure 8-3: Percent of Women Agreeing It Is Important to Be Well-Insured with Life Insurance, Multicultural vs. Non-Hispanic White
• Table 8-8: Ownership of Insurance by Type of Insurance, Multicultural vs. Non-Hispanic White Women
• Asian-American Women Are Investors
• Table 8-9: Ownership of Investments, Multicultural vs. Non-Hispanic White Women
• Sending Money More Common among Multicultural Women
• Table 8-10: Percent Sending Money in Last 12 Months, Multicultural vs. Non-Hispanic White

Expenditure Patterns of Multicultural Consumer Units

• Consumer Units Defined
• Multicultural Consumer Units More Likely to Be Headed by Women
• Table 8-11: Number and Percent of Consumer Units Headed by Women by Race and Hispanic Origin
• Table 8-12: Characteristics of Consumer Units, Multicultural vs. Non-Hispanic White Consumer Units
• Latinos Spend Greatest Share of After-Tax Income
• Table 8-13: Total Average Annual Expenditures of Consumer Units, Multicultural vs. Non-Hispanic White Consumer Units
• Hispanics Spend More on Food
• Table 8-14: Shares of Total Average Annual Consumer Expenditures Allocated to Food and Beverages, Multicultural vs. Non-Hispanic White Consumer Units
• Expenditure Patterns for Household Furnishings and Equipment Are Similar
• Table 8-15: Shares of Total Average Annual Consumer Expenditures Allocated to Household Furnishings and Equipment, Multicultural vs. Non-Hispanic White Consumer Units
• Figure 8-4: Percent of Women Spending $475 or More on Household Furnishings in Last 12 Months, Multicultural vs. Non-Hispanic White
• Asian Consumers Spend the Most on Women' s Apparel, Hispanics on Men' s Apparel
• Table 8-16: Shares of Total Average Annual Consumer Expenditures Allocated to Apparel and Services, Multicultural vs. Non-Hispanic White Consumer Units
• Asians Spend the Most on New Cars
• Table 8-17: Share of Total Average Annual Consumer Expenditures Allocated to Vehicle Purchases and Related Expenses, Multicultural vs. Non-Hispanic White Consumer Units
• African Americans Spend More on Consumer Electronics
• Table 8-18: Shares of Total Average Annual Consumer Expenditures Allocated to Entertainment, Multicultural vs. Non-Hispanic White Consumer Units
• Hispanics and Blacks Spend More on Personal-Care Products and Services
• Table 8-19: Shares of Total Average Annual Consumer Expenditures Allocated to Personal-Care Products and Services, Reading Materials, and Education, Multicultural vs. Non-Hispanic White Consumer Units .168
• Multicultural Consumers Spend Less on Health Care
• Table 8-20: Share of Total Average Annual Consumer Expenditures Allocated to Health Care, Multicultural vs. Non-Hispanic White Consumer Units

Chapter 9 Shopping Behavior

Overview

• African-American Women Are Early Adopters
• Table 9-1: Setting Trends and Influencing Others, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Like to Shop
• Table 9-2: Importance of Shopping, Multicultural vs. Non-Hispanic White Women
• Asian-American Women More Price Sensitive
• Table 9-3: Price Sensitivity, Multicultural vs. Non-Hispanic White Women
• Asian-American Women Like Incentive Offers
• Table 9-4: Response to Incentive Offers, Multicultural vs. Non-Hispanic White Women
• Figure 9-1: Percent of Women Reporting Households Use Cents-Off Coupons, Multicultural vs. Non-Hispanic White
• Table 9-5: Type of Cents-Off Coupons Used, Multicultural vs. Non-Hispanic White Women
• Multicultural Women More Likely to Change Brands
• Table 9-6: Brand Awareness and Loyalty, Multicultural vs. Non-Hispanic White Women
• Asian-American Women More Attuned to Environmental Concerns When Shopping
• Table 9-7: Impact of Environmental Attitudes on Shopping Behavior, Multicultural vs. Non-Hispanic White Women
• African-American Kids Have More Influence on Shopping Decisions of Moms
• Table 9-8: Children' s Influence on Shopping Behavior, Married Multicultural vs. Married Non-Hispanic White Mothers
• Table 9-9: Children' s Influence on Shopping Behavior, Single Multicultural vs. Single Non-Hispanic White Mothers
• Hispanic Moms Indulge Their Kids
• Table 9-10: Attitudes toward Indulging Kids, Married Multicultural vs. Married Non-Hispanic White Mothers
• Table 9-11: Attitudes toward Indulging Kids, Single Multicultural vs. Single Non-Hispanic White Mothers

Shopping in Stores

• Hispanic and Asian-American Women See Shopping as Opportunity for Family Outing
• Table 9-12: Attitudes toward Shopping as a Social Experience, Multicultural vs. Non-Hispanic White Women
• African-American Women More Likely to Be Impulse Buyers
• Table 9-13: Attitudes toward Impulse Buying, Multicultural vs. Non-Hispanic White Women
• Latinas Less Likely to Browse
• Table 9-14: In-Store Shopping Behavior, Multicultural vs. Non-Hispanic White Women
• Convenient Location less of a Factor for African-American Women When Deciding Where to Shop
• Table 9-15: Criteria for Store Selection, Multicultural vs. Non-Hispanic White Women
• Shopping Patterns Vary across Multicultural Market Segments
• Table 9-16: Shopping Patterns, Multicultural vs. Non-Hispanic White Women
• Many Similarities in Choices of Department and Discount Stores
• Table 9-17: Leading Department/Discount Stores Shopped in Last 3 Months, Multicultural vs. Non-Hispanic White Women

Online and Catalog Shopping

• Asian-American Women Depend More on Online Shopping
• Table 9-18: Impact of the Internet on Shopping Behavior, Multicultural vs. Non-Hispanic White Women
• Figure 9-2: Percent Making a Purchase on the Internet in Last 12 Months, Multicultural vs. Non-Hispanic White
• African-American Women Like Catalog Shopping
• Figure 9-3: Percent Buying from a Catalog in Last 12 Months, Multicultural vs. Non-Hispanic White

Chapter 10 Highlights of Consumer Behavior

Fashion

• Multicultural Women Look to Make Fashion Statements
• Table 10-1: Attitudes toward Fashion and Style, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Like to Shop for Clothes
• Table 10-2: Attitudes toward Shopping and Buying Clothes, Multicultural vs. Non-Hispanic White Women
• Black and Asian-American Women More Likely to Buy Dresses
• Table 10-3: Clothing Items and Accessories Bought in Last 12 Months by African-American Women
• Table 10-4: Clothing Items and Accessories Bought in Last 12 Months by Hispanic Women
• Table 10-5: Clothing Items and Accessories Bought in Last 12 Months by Asian-American Women
• Table 10-6: Clothing Items and Accessories Bought in Last 12 Months by Non-Hispanic White Women
• Hispanic and African-American Women Choose Many of the Same Brands of Jeans
• Figure 10-1: Percent of Women Buying Jeans in Last 12 Months, Multicultural vs. Non-Hispanic White
• Table 10-7: Jeans Bought in Last 12 Months by African-American Women
• Table 10-8: Jeans Bought in Last 12 Months by Hispanic Women
• Table 10-9: Jeans Bought in Last 12 Months by Non-Hispanic White Women
• Many Differences in Use of Personal-Care Products
• Table 10-10: Use of Personal-Care Products, Multicultural vs. Non-Hispanic White Women

Health and Wellness

• Multicultural Women Less Likely to Have Ailments
• Figure 10-2: Percent of Women Reporting Any Ailment in Last 12 Months, Multicultural vs. Non-Hispanic White
• Table 10-11: Ailments in Last 12 Months of African-American Women
• Table 10-12: Ailments in Last 12 Months of Hispanic Women
• Table 10-13: Ailments in Last 12 Months of Non-Hispanic White Women
• Hispanic Women Less Likely to Have Regular Checkups
• Figure 10-3: Percent of Women Who Say They Have Regular Medical Checkups, Multicultural vs. Non-Hispanic White
• Table 10-14: Percent Consulting Health Professionals in Last 12 Months by Category of Professional, Multicultural vs. Non-Hispanic White
• Multicultural Women Willing to Pay More for Brand-Name Meds
• Figure 10-4: Percent of Women Taking Prescription Medicines in Last 12 Months, Multicultural vs. Non-Hispanic White
• Figure 10-5: Percent of Women Agreeing It Is Worth Paying More for Brand Prescription Medicines, Multicultural vs. Non-Hispanic White
• Pharmaceutical Advertising More Effective
• Figure 10-6: Percent of Women Who Always Look for the Most Advertised Medicines Available, Multicultural vs. Non-Hispanic White
• Multicultural Women See Pharmaceutical Companies as Useful Information Source
• Figure 10-7: Percent of Women Who Agree that Pharmaceutical Companies Are Useful Source of Information, Multicultural vs. Non-Hispanic White
• Less Reliance on Doctors
• Table 10-15: Degree of Trust in Physicians, Multicultural vs. Non-Hispanic White Women
• Alternative Medicine Favored
• Figure 10-8: Percent of Women Preferring Alternative Medicine to Standard Medical Practice, Multicultural vs. Non-Hispanic White
• Use of OTC Meds Less Common
• Table 10-16: Percent Using Over-the-Counter Medications, Multicultural vs. Non-Hispanic White
• Multicultural Women Less Likely to Take Vitamins
• Table 10-17: Attitudes toward Vitamins, Multicultural vs. Non-Hispanic White Women

Automotive

• Car Ownership Less Common among Black and Hispanic Women
• Figure 10-9: Percent of Women Who Own or Personally Lease a Vehicle, Multicultural vs. Non-Hispanic White
• When Driving Their Cars, Asian-American Women Want Safety and Comfort, African-American Women Want to Have Fun,
• Table 10-18: Reasons for Buying a Car, Multicultural vs. Non-Hispanic White Women
• Opinions on New and Used Cars Differ
• Table 10-19: Attitudes toward New and Used Cars, Multicultural vs. Non-Hispanic White Women
• African-American Women Look to American Cars, Asian-American Women Prefer Foreign Cars
• Table 10-20: Attitudes toward Foreign and Domestic Cars, Multicultural vs. Non-Hispanic White Women
• Auto Ownership Patterns Analyzed
• Table 10-21: Profile of Automobile Ownership, Multicultural vs. Non-Hispanic White Women
• Asian-American Women Service Cars More Often
• Table 10-22: Automotive Maintenance/Repair Service in Last 12 Months, Multicultural vs. Non-Hispanic White Women

Chapter 11 Multicultural Women and the Media

Print Media

• African-American Women Rely on Newspapers for Information
• Table 11-1: Attitudes toward Newspapers, Multicultural vs. Non-Hispanic White Women
• Table 11-2: Readership of English Language Newspapers, Multicultural vs. Non-Hispanic White Women
• Latinas Look to Magazines for Entertainment
• Table 11-3: Attitudes toward Magazines, Multicultural vs. Non-Hispanic White Women
• Magazine Preferences Listed
• Table 11-4: Most Popular Magazines of African-American Women
• Table 11-5: Most Popular English-Language Magazines of Hispanic Women
• Table 11-6: Most Popular English-Language Magazines of Asian-American Women
• Table 11-7: Most Popular Magazines of Non-Hispanic White Women

Television and Radio

• Multicultural Women Less Likely to Multitask When Watching TV
• Table 11-8: Attitudes toward Television, Multicultural vs. Non-Hispanic White Women
• More African-American Women Invest in Premium Cable Channels
• Table 11-9: Percent Receiving Premium Cable Channels, Multicultural vs. Non-Hispanic White
• Cable TV Preferences Analyzed
• Table 11-10: Most Popular Cable Television Channels of African-American Women
• Table 11-11: Most Popular English-Language Cable Television Channels of Hispanic Women
• Table 11-12: Most Popular English-Language Cable Television Channels of Asian-American Women
• Table 11-13: Most Popular Cable Television Channels of Non-Hispanic White Women
• Radio Less Popular
• Table 11-14: Attitudes toward Radio, Multicultural vs. Non-Hispanic White Women
• Radio Format Preferences Vary
• Table 11-15: Most Popular Radio Formats, Multicultural vs. Non-Hispanic White Women

Impact of the Internet on Traditional Media Usage

• Internet Has Major Impact on Media Habits of Asian-American Women
• Table 11-16: Impact of the Internet on Media Usage, Multicultural vs. Non-Hispanic White Women
• Online Media Choices Analyzed
• Table 11-17: Leading Online Media Activities, Multicultural vs. Non-Hispanic White Women

Receptivity to Advertising

• Multicultural Women Have Positive Feelings about Advertising
• Table 11-18: Attitudes toward Advertising in General, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Stay Tuned When TV Commercials Air
• Table 11-19: Attitudes toward Television Advertising, Multicultural vs. Non-Hispanic White Women
• Magazine Ads Capture Attention of Multicultural Women
• Table 11-20: Attitudes toward Magazine Advertising, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Prime Targets for Outdoor Advertising
• Table 11-21: Receptivity to Outdoor Advertising, Multicultural vs. Non-Hispanic White Women
• Product Placement Works with Multicultural Women
• Table 11-22: Impact of Product Placement, Multicultural vs. Non-Hispanic White Women

Appendix: Addresses of Selected U.S. Multicultural Women' s Market Resources